Results and Effectiveness

666 smart New Year Edition were booked out in 490 minutes on launch day - one in every 44 seconds 4,839 high quality leads were generated from the campaign - exceeding client’s KPI by 60% Our mobile strategy paid off, resulting in new revenue opportunities for future campaigns: 15% of final bookings came from mobile site; 1st deal was booked from mobile site – in the first 3 seconds Total campaign impressions delivered: 575,123,574 – a 315% over-delivery, valuing RMB 11,502,471 worth of additional exposure. No. fans increase: 11,592 (+5,696% increase from average fans increase) Industry-wide buzz and press coverage - value around RMB 30mio Achieve ROI at more than 1:30

Creative Execution

To ensure higher quality leads, we decided to elongate the campaign and required users to “pre-register” to prior participation. However, to overcome this barrier, we had to make this an event not-to-be-missed, and to make the participation process fun and easy. We leveraged Sina Weibo’s influential KOL accounts to drum up interest prior launch, and announced the online sale 5 days prior using Sina’s high-profile ad spaces. Our “event” was listed as the “Most Hot Topic” on launch day. In the pre-registration period, users could top up their “weibo wallet”, to make purchase on sale day quick and easy. Daily prizes and a smart “weibo badge” were given out as added incentives to participation. Recognizing 75% of Sina weibo’s traffic comes from mobile, we also created a dedicated mobile site to capture more potential interest and leads. On Jan 18th, the 666 limited editions were finally made available for sale!

Insights, Strategy and the Idea

To start the year off with a bang, Mercedes-Benz wanted to launch the sale of their Chinese New Year special edition smart. 666 (a lucky number in Chinese culture) smarts needed to be sold online – but different from previous campaigns, we wanted to guarantee higher quality leads generated as well. We found that social media was becoming the central of our target audiences’ life – they enjoyed the convenience that social media brought to them, and even when it comes to e-shopping, our target audience demand a shorter and more convenient purchase pathway because they’re busy with work and planning their next social activity. Furthermore, we found 50% of e-commerce sites traffic came from social media – hence we took the brave decision to move away from traditional e-commerce platforms and host the first ever “Wei-commerce” campaign in China to sell cars on social media.